To be honest, the way they slammed up the wattage usage and the price, I'm guessing they just lost control on this series of cards and didn't manage it well. Obviously Nvidia always have good software support so they relied on that to push the best out but we're looking at chips that were just inneficient and not well designed so they had to chunk up the power use and (considering this) still managed to not get the kind of gains you'd expect on proper rasterised performance. It's definitely a strange release when you look at it.
I find it sad thinking how great it felt and the true hype for the 1080Ti back in March/April 2017 versus this.